Lonny Kocina, Author at Media Relations Agency

AuthorLonny Kocina

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Video 2: The CEO’s Guide to Marketing Video Series

I’ve recorded an 8-part video series you will find helpful, and you can watch it right now. It’s based on my upcoming book, The CEO’s Guide to Marketing: The most practical marketing book you will ever read. In the 2nd video, I’ll show you a clever tactic I’ve used to teach my staff key marketing terms. It’s shocking how many marketers can’t define even basic marketing terms. It’s hard to imagine being a competent marketer without a clear understanding of terms such as brand and
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Video 1: The CEO’s Guide to Marketing Video Series

I’ve recorded an 8-part video series you will find helpful and you can watch it right now. It’s based on my upcoming book, The CEO’s Guide to Marketing: The most practical marketing book you will ever read. In the 1st video, I briefly describe the premise of the series, which is to teach marketers a six-step process I call Strategically Aimed Marketing, or SAM6™ for short. I also introduce a simple graphic I’ve used over the years as a trick for holding a comprehensive image of marketing
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They call it the Promotional Mix for a reason

One danger marketers face is promotion’s current state of complexity. I was talking with an applicant yesterday who has extensive experience helping large companies buy digital ads. To help me understand the dynamics of the relationship between the digital ad buyer and the digital ad seller, he showed me a graphic that looked like the wiring diagram for a pinball machine. With all the digital channels and data available to marketers today, it’s easy to get deep in the weeds and lose sight

A wonderful little video series

CLICK HERE TO WATCH THE VIDEOS NOW I can’t stress enough the importance of defining the word brand as the definition people hold in their minds of your company and its products. Once you agree that’s what a brand is, it becomes obvious how challenging branding can be. There are so many forces working against you it can make your head spin. Even in the most perfect conditions, getting two people to define anything the exact same way is nearly impossible. As marketers, the best we can do is
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Your product in the news = mass awareness

Most CEOs think their companies and products are best-kept secrets. They feel that if everyone just knew how great their companies and products were, everybody would buy. Extensive media coverage closes the gap between people not knowing about your products and knowing about them. Heather Champine will be presenting a webinar on March 9th that will show you how to attract media coverage. And Heather should know. Her team of publicists has spent hours on the phone with the media every day for 30

Why don’t Google and Facebook take their own medicine?

Take a lesson from Google and Facebook: Use mass marketing (media stories) to brand your company and its products. Don’t you think it’s a bit ironic that two companies that have become behemoths selling advertising to everyone else use very little of it themselves? It’s almost as if Google and Facebook are faking left and going right. In other words, they sell you on using their data to micro segment while they go the opposite direction and use the mass media to promote themselves. Sort
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Exclusive Valentine’s Day offer

As Valentine’s Day approaches, take advantage of an often overlooked way to reach consumers: Use media coverage to promote your products. We’re now making it even more affordable to turn you product into the media darling. During the first 14 days of February, you will receive a 14% discount when you sign up for a publicity campaign with Media Relations. This limited time Valentine’s Day discount may be just the opportunity you need to make publicity a part of your marketing strategy. And remember,
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Why wait for the media to discover your product? Get the attention you deserve

If a reporter called you today and said they heard good things about your product and wanted to write a story about it, how would you feel? Now what if this happened every week? What if reporters and editors from newspapers, magazines, TV and radio networks were calling you day after day and doing story after story on your product? I bet you’d be ecstatic. But let me reveal a secret: You don’t have to wait to be discovered. You can get the media attention you crave. You just need to pick
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Become the smartest marketer in the room

I want to invite you to a little seminar I'll be doing at our office next Friday, November 18th at 9 a.m. The seminar is based on a book I’m just finishing which will be available by Jan of 17. I’ve come up with a six-step process I call Strategically Aimed Marketing (or SAM 6™ for short). My experience is that most CEOs feel like their companies and products are best-kept secrets. That’s not good considering marketing is the engine that drives growth. I’m confident my six-step process
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